Page 51 - GS181102

Inspiration

Listen well to bridge what divides

s if you didn't already have enough to do in campaign in development in December 2016, his team
maintaining and growing a solid merchant wondered, "Do we think the situation we are portraying
portfolio, another factor has come to the fore: here is relevant to the Trump voter?"
A politics. This is playing out in the marketplace
in significant ways. They further asked, "Can one 'general' approach to
marketing work across opposing political tribes? Or do
For example, researchers at the Olin Business School at we need different, targeted communication customized
Washington University in St. Louis studied more than to each audience? Should we approach America's political
550 million sales on eBay in 2015 and 2016 and found that tribes the same way we approach marketing to different
people are more likely to make purchases from those they demographics or ethnicities? And more importantly, are
perceive as coming from a similar political persuasion, there core values shared across these groups that we
and absent other criteria, they make assumptions about could address through our brand's voice?"
others' beliefs based on location.
To learn more they "embarked on a market research journey
Location, location, location? that transformed both our team's thinking and practice,"
Thus, Nebraskans are more inclined to buy from sellers Salzman wrote. And after some "eye-opening real-word
in Missouri than they are from those in New York. And listening sessions," HP discovered new, common ground.
if you do business across state lines, you need to consider Listening well
whether your location is something you want to broadcast.
And that brings us back to basics we all learned in Sales
Taking a public political stand is also something that can 101: the art of listening. While politics is a loaded topic,
be unwise for business owners. "Political operators can much of its charge can be diffused if you park your
win by dividing and conquering, and they do so routinely," political opinions at the door, leave your MAGA or pink
wrote J. Walker Smith in "Why Taking a Political Stance Is pussy hat in the car, and put all your attention on your
the Biggest Mistake a Brand Can Make," on the American prospect to get a good picture of the individual, establish
Market Association's blog, June 1, 2017. To grow, brands rapport, find out what his or her business is up against
have to keep rolling up bigger numbers of buyers. They and determine how you could help.
can't afford to alienate a large percentage of their buyer
base." For a little reminder on the benefits that come from
listening, you might enjoy Celeste Headley's TED
Common ground presentation, "10 ways to have a better conversation,"

So when devising your marketing and sales strategies which is here: www.ted.com/talks/celeste_headlee_10_ways_
how can you be authentic without alienating swaths of to_have_a_better_conversation/transcript?language=en.
potential customers? Leaders at HP Inc. grappled with
this shortly after the 2016 presidential election.

In an April 23, 2018 article published by HP's ezine, The
Garage, Dan Salzman, global head of media, analytics
and insights at HP, wrote that the company prides itself
on being accessible to everyone, but in evaluating a Kate Gillespie, President and CEO

51